A new framework designed to create a universal definition and language of effectiveness, the Creative Effectiveness Ladder, has been launched by James Hurman and Peter Field at the Cannes Lions Live 2020 event. The Creative Effectiveness Ladder outlines six main levels of effectiveness achievement, from least, such as just an influential idea, to most commercially impactful, an enduring icon.
Global ad spend will fall by almost 12 per cent this year (excluding US political advertising), but this will be followed by growth of 8.2 per cent on a comparable basis next year, according to GroupM’s twice yearly This Year, Next Year report.
Marketing grew in importance during the COVID-19 pandemic, according to the latest Covid-19 and the State of Marketing CMO survey.
Providing a free or lower cost trial of a paid version of a service for a short period helps the take-up of the paid version. But freemium models aren't quite so successful, a new paper, Experience Effect in the Impact of Free Trial Promotions, published in Management Science, claims.
Australians want to hear from brands that have an impact on our immediate concerns during the coronavirus, according to the GrowthOps COVID-19 survey, which took a daily pulse check on how the coronavirus was affecting Australians’ feelings and behaviour. And brands that can show they care will stand out and this, in turn, will help them build brand equity.
Reckitt Benckiser has appointed Saurabh Jain as the company’s director of marketing in Australia and New Zealand for its consumer hygiene portfolio.
All the latest martech and adtech news this week from Demandbase, Full Circle Insights, LiveChat, Neustar, Ocient, Zenloop, Ethyca and Emarsys.
Customers want phone, email and online help, plus new tools like messaging and chat bots with help from real human agents, according to BT’s Autonomous Customer 2020 research. The report said, while technologies come and go, the message from customers is unchanged: Make it easy, make it secure and we will reward you.
A raft of brands are turning to user generated content (UGC) during the COVID-19 crisis to reduce costs, embrace the content their customers are producing and make it relatable.
Refugee and migrant settlement agency, AMES Australia, is sharing livestreamed conversations and inspiring stories to mark Refugee Week in 2020.
The Financial Planning Association of Australia (FPA) recently launched its new campaign, ‘Ask a CFP professional’, to address current COVID-19 issues facing Australian consumers and prompt them to seek professional help for their finances.
IBM was the first big tech outfit to announce it is closing down its facial recognition system amid the Black Lives Matter racial discrimination protests in the US and around the world. Since then, Amazon and Microsoft have followed suit, with all three wanting to no longer provide the technology for policing in the US.
Video sharing platform TikTok has opened an Australian office with Lee Hunter heading up the local consumer business as GM and Brett Armstrong taking the reins as GM for global business solutions in Australia.
Two new digital solutions to help clients respond to physical distancing restrictions as a result of the COVID-19 pandemic have become the first big outcomes of Datacom's decision to invest in a fresh customer experience management approach.
The combination of brand layer and content layer with data will help Binge build its presence and engagement in the Australian marketplace, says the new offering's chief marketing officer.
